Economic Benefits and Reference Potential of Market Mavens

Jofi Puspa

No 166095, 2014 AAEA/EAAE/CAES Joint Symposium: Social Networks, Social Media and the Economics of Food, May 29-30, 2014, Montreal, Canada from Agricultural and Applied Economics Association

Abstract: Understanding the reference potential of mavens seems to be relevant in order to comprehend the implicit economic benefits of a maven in the market place. This study shows that, apparently, maven groups can be clearly distinguished from a non-maven group on the basis of their reference power. Market mavens have a high reference potential, which confirms their function in the WOM-information process.

Keywords: Consumer/Household Economics; Marketing (search for similar items in EconPapers)
Pages: 12
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:ags:aajs14:166095

DOI: 10.22004/ag.econ.166095

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